Demand Gen Report's Strategy and Planning Series session sponsored by ON24

1. Session sponsored by!
#SPS2014
7 Ways To Enhance
Webinar Promotions !
In 2015!

2. #SPS2014
Questions / ON24 Logistics !
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our
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3. #SPS2014
Follow
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on
TwiBer
#SPS2014
Demand
Gen
Report:
@DG_Report
On24,
Inc.:
@On24
Mark
Bornstein:
@4markb

4. #SPS2014
About Demand Gen Report!
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5. #SPS2014
Panelists!
MODERATOR:
Mark
Bornstein,
Senior
Director,
Content
MarkeMng
On24,
Inc.
Kim
Zimmermann,
Managing
Editor,
Demand
Gen
Report

6. Demand Gen Report
Strategy & Planning Series
7 Ways to Enhance Your
Webinar Promotions in 2015
Mark Bornstein
Sr. Director, Content Marketing
ON24
6 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

7. Biggest Webinar Challenge?
Driving Registration: #1 ranked challenge to
delivering successful webinars
7 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Results: ON24 Benchmarks Webinar Poll

8. Challenges to Driving Webinar Registration & Attendance
Schedules often don’t include
free hours during the middle of
the day…
8 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

9. Challenges to Driving Webinar Registration & Attendance
Catching your prospects at a moment of receptivity
9 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

10. The Email Marketing Dilemma
• Open rates are unreliable source of information
• Click rates continue to fall
• Your prospects are flooded with promo emails
• Many companies are buying from same contact list
vendors
• Open viewing time between 8-20 Seconds
10 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

11. Poll #1 (choose one)
What are your biggest email promotion challenges?
A. Low click rate
B. Low click to register average
C. Crafting compelling promo copy
D. Insufficient database
11 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

12. 7 Ways to Enhance Your
Webinar Promotions
12 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

13. #1: One Line, One Chance
13 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

14. Effective Webinar Titles: Address Problems/Pain-points
“How to Optimize Content Delivery”
“10 Common Webinar Mistakes”
14 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
“Benchmarking your
Demand Generation
Programs”
“7 Keys to Successful Webinars”
“5 Best Practices
for Virtual Product
Launches”
“Building your social media footprint”
“How to Drive Webinar Registration”

15. Creating Effective Subject Lines
Great Subject lines have the following qualities:
• Disruptive, upset the status quo
• Address a specific pain-point or need
• Promise change
• Tease or titillate
• Short and concise
• Read well, phonetically interesting
• Feel personal
15 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

16. Subject lines for today’s webinars
Subject Line #1: (The Compelling Question)
Is anyone paying attention to your emails?
Subject Line #2: (The Webinar Title)
Webinar: 7 Ways to Enhance your Webinar Promotions
Subject Line # 3: (The Bottom Line Benefit)
This email will increase your webinar success
16 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

17. Poll (choose one only)
Which subject line yielded the best results?
A. Is anyone paying attention to your emails?
B. Webinar: 7 Ways to Enhance your Webinar Promotions
C. This email will increase your webinar success
17 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

18. Poll Answer: Best Subject Line
Which subject line yielded the best results?
A. Is anyone paying attention to your emails?
B. Webinar: 7 Ways to Enhance your Webinar Promotions
C. This email will increase your webinar success
18 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

19. #2: Get Your Body in Shape
19 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

20. Anatomy of an Email
Clear Title, Strong Graphic
The first line must grab
Short and to-the-point
Use bullets, tease content
Show value of attending
Clear “Register Now” Button
20 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

21. Optimize for Mobile Viewing
Smart Insights 2014
21 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

22. Try Losing the Sidebar
22 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Emails without a sidebar have
a 4% higher click through.
Spiceworks Study 2014

23. If you are promoting your speakers….
23 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
Update your speaker
photos

24. #3: Promote from Different
Angles
24 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

25. HTML
25 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

26. Plain Text Email
26 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

27. #4: Get Personal
27 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

28. Personalization Increases Registration
• Leverage previous campaign responders to create
custom emails based on prior activity
• Create logical progressions from one piece of content to
the next
• Use campaign data to determine best opportunities
– Marketing Automation
– CRM
– Webinar Analytics
• Plain text email more effective for active campaign
responders
• Integrate webinar offers into nurturing campaigns
28 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

29. Personalization Based on Previous Behavior
29 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

30. #5: Get Social
30 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

31. Using Social Media to Promote Webinars
• Get creative
• Entice
• Use social language
• Use hashtags
• Shorten links
• Hint at content
Tweet #1
31 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

32. Using Social Media to Promote Webinars
Tweet #2
• Mix up the message
• Try different times
• Broaden appeal
32 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

33. Integrating Social Media Applications
• Integrate Social
Media Applications
onto confirmation
pages
• Promote event
hashtags
• Enable registrants to
put webinar on their
business calendar
33 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

34. #6: The last day is the best
day
34 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

35. Webinar Promotion and Registration Benchmarks
35 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

36. Start Early and Finish Strong…
58%
Register the
week of live
webinar
1-7 Days Promotion
36 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.
42%
Register over one
week before
webinar
58%
42%
> 7 Days Promotion

37. Anatomy of this webinar
Email 1: HTML Subject Line A
Email 1: HTML Subject Line B
Dropped1-2 weeks before event
44% of Total Registration
Email 2: HMTL Plain Text
Split into two runs (day before and day of event)
26% of Total Registration
Email 3: HTML Plain Text (Previous Campaign Responder email)
Dropped day before event
21% of Total Registration
Registrations from other (website, social, sales referral): 9%
37 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

38. Poll# 3 (choose one)
How many emails do you typically send out for each webinar?
A. 1
B. 2
C. 3
D. 4
E. 5+
38 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

39. #7: Consistent Creative
39 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

40. Consistent Creative Across all Communications
40 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

41. Summary
• Try promo email subject lines that offer change of the status quo
• When crafting promo emails, one line is more important than 3
paragraphs
• Optimize emails for mobile viewing
• Try different subject lines and email types
• Leverage history with previous campaign responders
• When promoting on social media, mix up times and messages
• The day of the event is the best time to drop promo emails
• Ensure that you have consistent creative through all promo
communications
41 | ©2012 ON24, Inc. All Rights Reserved. I ON24, Inc. Confidential.

42. #SPS2014
Submit Your Questions!
•
Download
this
white
paper.
•
View
our
podcast.
•
Take
our
assessment
•
…

43. #SPS2014
Q&A // Panelists!
MODERATOR:
Mark
Bornstein,
Senior
Director,
Content
MarkeMng
On24,
Inc.
Kim
Zimmermann,
Managing
Editor,
Demand
Gen
Report

44. #SPS2014
Thanks for attending!!
Make
sure
to
aBend
the
next
session
in
the
Strategy
&
Planning
Series:
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